Youth and Marketing
Harley-Davidson. It's an Image, an Attitude, a Feeling. (Slides of)
Abstract
List of slide topics for Harley Davidson cigarette presentation, text of speech. Describes test programs in Oregon, Arkansas and Indiana. Reviews development of concept, targeted against young adult male smokers, to take advantage of established brand loyalty. Emphasizes popularity of Harley-Davidson image for product modification, possibility of "fad" brand image. Details three possible routes for brand: long-term, short-term, and generic, and advertising each would entail.
Fields
- Notes
Original document code was 1916.
- Company
- Lorillard Inc.
- Marketing Type
- Billboard
- POS
- Pricing
- PrintAd
- Minor Subject
- Advertising and Marketing -billboard
- Advertising and Marketing -packaging
- Advertising and Marketing -pricing
- Advertising and Marketing -print advertisement
- Advertising and Marketing -promotional item/program
- Advertising and Marketing -research --testing
- Advertising and Marketing -target market --male
- Advertising and Marketing -target market --young adult (18-24 years old)
- Brand -image
- Product -modification
- Target Market
- Men
- Young adult
- Major Subject
- Advertising and Marketing
- Brand
- Brand
- Harley Davidson
Document Images
AND FINALLY, WE HAD TO
FACE THE VERY REAL
POSSIBILITY THAT A
LIMITED PRODUCT LINE WITH
THE NAME "HARLEY-DAVIDSON
WAS ATTRACTING ONLY
SOUVENIR SEEKERS
INTERESTED IN COLLECTING
MEMORABILIA FROM THE
LATEST 1° FADif BRAND.
AT THIS POINT,
HARLEY-DAVIDSON WAS A
BRAND AT A CROSSROAD.
INITIAL SUCCESS LED TO WL
DISAPPOINTMENT. BUT/10"ELT
THERE WAS STILL UNTAPPED
POTENTIAL IN
HARLEY-DAVIDSON. WHAT
COULD WE DO? IT WAS A
CHOICE BETWEEN ONE ROAD
WHICH WOULD PROVIDE A
SMOOTH, EASY RIDE BY
GOING NATIONAL WITH THE
BRAND AND TAPPING INTO
THE it FAD'f ASPECT, AND A
SECOND ROAD WHICH WOULD
PROVIDE LONGER-BUMPY
RIDE ~ N ENTAIL MAKING
CHANGES TO OUR INITIAL
CONCEPT. WELL, I'VE ONLY
BEEN ON THIS RIDE FOR
ABOUT EIGHT MONTHS AND I
CAN TELL YOU, IT SURE HAS
BEEN SCENIC BECAUSE THERE
HAVE BEEN A LOT OF
CHANGES MADE TO THE
ORIGINAL HARLEY-DAVIDSON
CONCEPT. CHANGES MADE
BECAUSE THERE IS
COMMITMENT BEHIND THIS
BRAND.
~
IT WAS CHANGE NECESSARY.
TO BUILD A CONSUMER
FRANCHISE; CHANGE
NECESSARY TO OVERCOME THE
CONCEPT OF "FAD11 BRAND;
CHANGE NECESSARY TO
DELIVER A SMOOTHER, LESS
1°HARSH" PRODUCT; AND
CHANGE NECESSARY TO
APPEAL TO SMOKERS OUTSIDE
THE LO-FI CATEGORY AND
WHO ARE INTERESTED IN
HARLEY-DAVIDSON
CIGARETTES.
OUR PRIMARY PLAN OF
ACTION IS A RESULT OF OUR
NEED TO CHANGE. WE PLAN
TO MARKET A NEW
COMBINATION OF PRODUCTS -
AN IMPROVED FULL-FLAVOR
PARENT WITH 12MG TAR AND
NEW LIGHTS PRODUCT WITH
8MG TAR.
*******(TEST RESULTS? OF
PRODUCT)****************
WE BELIEVE WITH A NEW
REFORMULATED PARENT, WE
WILL OVERCOME THE
HARSHNESS PROBLEM AND A
NEW LIGHTS ADDITION WILL
BROADEN OUR APPEAL TO A
WIDER RANGE OF CONSUMERS.
WE ALSO BELIEVE THAT A
MORE COMPLETE LINE OF
PRODUCTS WILL HELP DISPEL
THE NOTION THAT WEI RE A
ONE PRODUCT, FAD BRAND.
NOT ONLY HAVE WE CHANGED
AND ADDED TO OUR PRODUCT
LINE, WE HAVE ALSO ol
CHANGED THE POSSIBILITIES
FOR MARKETING THIS BRAND. i
YOU WILL REMEMBER THAT
THERE IS A COMMITMENT TO
SEEING HARLEY-DAVIDSON GO
NATIONAL. AND WHEN
THINKING ABOUT A NATIONAL
SCENARIO, WE ASKED
OURSELVES, WHAT ARE OUR
OPTIONS? WE CAME UP WITH
THREE POSSIBLE SCENARIOS.
HE FIRST, MARKET,AJ
HARLEY-DAVIDSON//'-A LONG
TERM BRAND.
-~V~\THE SECOND, MARKET
~)VHARLEY-
®AVIDSON AS
~
~~ TERM BRAND.
:~ ~~._.._..
AND, THE THIRD, MARKET
HARLEY-DAVIDSON AS A
GENERIC PRICED BRAND.
A LONG-TERM BRAND TAKES
--FULL ADVANTAGE OF THE
INTEREST BUILT INTO THE
HARLEY-DAVIDSON NAME. IT
SEEKS TO BUILD A VIABLE
BRAND THAT WOULD GENERATE
CONSISTENT SHARE LEVELS.
IN OTHER WORDS, WE HOPE
TO BUILD A BRAND THAT
WILL LAST FOR LONG TIME.
ff
UNDER A LONG-TERM ~-T-EON
,
THE BRAND WOULD BE GIVEN ~
THE KIND OF ADVERTISING
AND PROMOTIONAL SUPPORT
X
PUT BEHIND NEWPORT, (~ ~,~}~~ i
NEWPORT STRIPES, KENT AND
TRU E .
LET'S TAKE A LOOK AT THE
KIND OF SUPPORT WE WOULD
PROVIDE UNDER THIS
OPTION.
ADVERTISING SUPPORT OF
THE BRAND WOULD CONSIST
OF AN IMPACTFUL SCHEDULE
OF
O OUT OF HOME
O NATIONAL MAGAZINES
O SUNDAY SUPPLEMENTS
o ROP
CONSISTENT LEVELS OF
OUTDOOR ADVERTISING WOULD
PROVIDE A STRONG PRESENCE
THROUGHOUT THE YEAR. Two
COLOR NEWSPAPER ADS AND
FOUR COLOR SUNDAY
SUPPLEMENTS WOULD BUILD
EVEN HIGHER BRAND
AWARENESS.
ADVERTISING WOULD HAPPEN
,
CONCURRENTLY WITH
IN-STORE PACKAGE AND
CARTON PROMOTIONS
INCLUDING A BUY ONE/GET
ONE FREE OFFER; A FREE
LIGHTER WITH TWO PACK
k'.
PURCHASE; A KEY CHAIN
WITH"ONE PACK PURCHASE; A
DECK OF PLAYING CARDS
WITH A TWO PACK PURCHASE;
AND, A SPORTS BAG WITH
CARTON PURCHASE.
ALL OF THIS IS AUGMENTED
BY A FULL RANGE OF
STANDARD CONTINUING
POINT-OF-SALE MATERIAL
SUCH AS SHELF TALKERS,
DUMMY PACKS, FLEX TRAY
STRIPS, POSTERS AND
STREAMERS.
WE HAVE ALSO PRODUCED
SOME SENSATIONAL
TEMPORARY DISPLAYS THAT
WOULD PROVIDE ADDTIONAL
RETAIL SUPPORT INCLUDING
A FACSIMILE PACK DISPLAY,
A TEN PACK DISPLAY AND A
4-WIDE DISPLAY.
A SHORT TERM OPTION WOULD
PLAY OFF THE POSSIBILITY
THAT IN CONSUMERr S MINDS
HARLEY-DAVISON IS ~ ~
AN' "ER FAD BRAND. WE ni M1 li
.~
WOULD DEVELOP THIS
STRATEGY TO GAIN THE
HIGHEST LEVEL OF SALES UP
FRONT ENSURING A MAXIMUM
RETURN ON THE NOVELTY
VALUE OF HARLEY-DAVIDSON.
OUR MARKETING EFFORTS
WOULD ANNOUNCE THE
ARRIVAL OF THE BRAND WITH
ENGINES ROARING, AND
DELIVER A RELATIVELY
SHORT BURST OF SUPPORT.
ADVERTISING WOULD CONSIST
OF A MIX OF
- OUT-OF-HOME
- NATIONAL MAGAZINES
- SUNDAY SUPPLEMENTS
I AM NOT SURE HOW TO
HANDLE ADVERTISING AND
PROMOTION INFORMATION FOR
THIS PROGRAM AND THE TWO
TO FOLLOW. ALL PROGRAMS
COMBINE ELEMENTS FROM THE
LONG-TERM SCENARIO, JUST
OVER SHORTER PERIODS OF
TIME. IT SEEMS REDUNDANT
TO GO OVER IT AGAIN. ANY
SUGGESTIONS?)
AS A GENERIC PRICED
PRODUCT, HARLEY-DAVIDSON
WOULD BE AN ACTIVE PLAYER
IN THE GROWING REDUCED
PRICE SEGMENT OF THE
MARKET.
As YOU HAVE ALREADY HEARD
FROM SUE SMITH, MANY,
TRADITIONALLY PRICED
BRANDS HAVE SHOWN
CONSISTENT DECLINES WHILE
REDUCED PRICED PRODUCTS
HAVE GAINED GROUND.
REDUCED PRICED PRODUCTS
HAVE GROWN 24% SINCE 1988
AND CURRENTLY THIS
CATEGORY MAKES UP ABOUT
15% OF THE MARKET
COMPARED TO 9% 3 YEARS
AGO.
IN POSITIONING
HARLEY-DAVIDSON AS A
GENERIC PRICED PRODUCT,
LORILLARD WOULD NOT ONLY
HAVE THE OPPORTUNITY TO
COMPETE WITHIN THIS
CHANGING MARKETPLACE BUT
COMPETE WITH AN ADDED
ADVANTAGE -
HARLEY-DAVIDSON WOULD BE
AN IMAGE GENERIC. IN
OTHER WORDS, RATHER THAN
COMPETING JUST N PRICE
I ~ ALONE, LIKE AG , ALPINE
AND DORAL,
HARLEY-DAVIDSON WOULD
RELY ON BOTH A
COMPETITIVE PRICE AND A
~
QUALITY IMAGE.
OUR FIRST OPTION UNDER
THE GENERIC PRICE
STRATEGY WOULD BE TO
MARKET HARLEY-DAVIDSON AS
